Usability tests are a popular and promising evaluation method for uncovering problems in the operation of software, websites and apps. In a usability test, a UX researcher (the moderator) observes the behaviour of a test person while they perform specific tasks within a product (e.g. a website, an app) and obtains user feedback. Usability tests can and should ideally be carried out relatively early on in the design or development process as a supplement to other research methods.
You often hear the term "user testing". We recommend removing this term from your vocabulary, especially in front of users. We do not "test" our users, but our users test our system for us, because we are usually too blind for that.
But what are the benefits of usability tests?
Here are four good reasons why you should invest time in usability testing.
#1 Conversion optimisation
Usability tests are generally very good at identifying problems in the operation of systems such as software or websites and apps and finding out the reasons for cancellations so that they can then be rectified. Opportunities and potential for optimising systems are therefore uncovered. In addition, if you carry them out regularly and often, you learn a lot about how users think and act.
#2 Reducing support costs
Costs can be saved, especially for large companies with customer support. For example, if users have problems finding their way around a website or using it, customer support enquiries often increase. With the help of usability tests and the identification of problem areas and subsequent optimisation, these enquiries can be reduced. This pays off in the long term.
Our tip here is: Simply ask customer support to list the top 3 problems of the last few months and then carry out a usability test with regard to these weak points.
#3 Reducing development costs
Would you build a house without the assessment of a structural engineer? Probably not. Unfortunately, what is a matter of course in architecture does not necessarily apply to software development. Apparently we can afford to build everything here without an initial evaluation, then - because it doesn't work - tear everything down again and then build it all over again.
"We are following suit", "Unfortunately no time to test at the moment" or: "It's so time-consuming, we'll do it later" - Unfortunately, these are all statements that we usually hear when developing products.
But what does it actually mean when after the website has already been fully programmed, it turns out that the users do not get along with the navigation, for example, by hailing complaints or it becomes apparent via analysis tools that there are many cancellations or that visitors leave the site?
In plain language this means:
- The first step is to find out exactly what the problem is.
- A new concept must then be developed based on these results.
- The new concept must then be reprogrammed, which can usually be very time-consuming and therefore very expensive!
However, if usability tests are already carried out during the design process, such weak points can probably be identified in advance, i.e. before a single line of code has been written, and analysed more closely. You could already work in the right direction conceptually and save a lot of money and time in development.
In the words of Joyce Durst in "Cost-Justifying Usability (Bias, 2005)
"It costs much less to code the interface in a customer acceptable way the first time than it does to introduce a poor UI in the field and then rework that UI in version two. In addition, a poor UI will increase support costs."
#4 Increase employee satisfaction
Good usability of enterprise software can increase the satisfaction of the company's employees and thus also work efficiency and effectiveness by reducing stress. Poorly usable tools, such as software that does not function smoothly, are an obstacle to work and therefore a potential cause of stress in the workplace. (Frese & Zapf, 1994)
Imagine having to write at work with a biro that is very awkward to hold and often just doesn't write anything - nobody can cope with that for long - so you just grab the next one.
Interestingly, it's not that rare for software in the workplace to not run as smoothly as you would like, but you can't just replace it quickly like a biro. In addition, most people have become accustomed to the fact that "the technology doesn't want it again" or blame themselves.
This can cause stress in everyday working life, which can have a detrimental effect on employees and the organisation. Stressed employees can fall ill more often, may enjoy their work less and are therefore less efficient and effective - also because they simply need more time to deal with software that is difficult to use, or have to look things up or ask colleagues again and again.
Conclusion
So we can see that good usability and UX pays off and leads to time and cost savings and benefits for the company!
Depending on what you want to find out, there are two broad categories of tests - namely summative usability tests (summarises results) and formative usability tests (shapes the design within iterative design processes) and we'll look at these in another post. Until then!
Would you like to find out more about usability testing? Get in touch with us! We look forward to hearing from you.
Sources
- Bias, R. G. (2005). 22 Chapter - Cost-Justifying Usability: The View from the Other Side of the Table. In R. G. Bias & D. J. Mayhew (Eds.), Cost-Justifying Usability (Second Edition) (pp. 613-621). Morgan Kaufmann. https://doi.org/10.1016/B978-012095811-5/50022-5
- Frese, M., & Zapf, D. (1994). Action as the core of work psychology: A German approach. Handbook of Industrial and Organisational Psychology, 4. https://www.researchgate.net/publication/232492102_Action_as_the_core_of_work_psychology_A_German_approach
